SBD/Issue 103/Sponsorships, Advertising & Marketing

Sprint Nextel To Be Sole “SportsCenter” Sponsor Friday Night

Sprint Nextel will be the sole sponsor the 11:00pm ET telecast of ESPN’s “SportsCenter” tonight, serving as the show’s exclusive advertiser. Sprint Nextel has produced over eight minutes of branded commercial content for the program and will highlight exclusive products and services such as NASCAR Nextel FanView. The company also will debut exclusive, behind-the-scenes footage of NASCAR drivers Kasey Kahne, Jamie McMurray, Elliott Sadler and ’06 Nextel Cup Champion Jimmie Johnson taken during the filming of Sprint Nextel commercials that will air during Fox’ broadcast of the Daytona 500 on Sunday. Sprint Nextel Dir of Nextel Cup Series Marketing Dean Kessel said, “This is a wonderful opportunity to not only showcase our products and services but also present a unique perspective on our sport and the drivers, which is equally important to us as proud ambassadors of NASCAR.” Sprint Nextel joins Nike and Xbox as the only companies to collaborate with ESPN to sponsor an entire “SportsCenter” broadcast (THE DAILY).

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